Inspiration
<<< Back to ISPA Academy
Meditation Goes Mainstream
Meditation and Mindfulness are more popular than ever. But what’s driving the change, and what can your spa do to make the most of it?
Earlier this year, an interesting press release found its way onto my desk, courtesy of toy manufacturer Mattel. It announced the launch of the Barbie Wellness Collection, featuring Barbies that teach “three key themes: meditation, physical well-being, and self-care.”
Mindset Reset for Transformational Leadership
Never has consistent, collaborative and communicative leadership been more needed. The landscape of even a few months ago has changed, and the guidebooks of last year are out. Stepping into their place is an extraordinary opportunity to create a new leadership model, one built upon a foundation of innovation, empathy, trust and collaboration.
Nature Inspired Design: Basalt Day Spa
Set in Salt Lake City, Utah, basalt day spa is the embodiment of two therapists’ harmonious vision of nature-inspired design and modern wellness practices. Co-owners Amber DeVoge and Jasmine Percy have succeeded in creating a sanctuary where every detail is considered, ensuring each visit to Basalt Spa is nothing short of extraordinary. Spanning 2,000 square feet, this tranquil retreat was established in 2015 and expanded in 2021 to include a 375-square foot retail space that is as inviting as it is unique.
Neil Pasricha: Intentional Living & Building Trust
Great Work ➞ Big Success ➞ Be Happy Does that equation look right? Neil Pasricha finds most of us have grown up with that lesson instilled in us: If you do great work and achieve big success, it leads to happiness.
“This model is fundamentally reversed,” he claimed to the ISPA Conference audience. “It turns out, to be our best selves we need to put happiness at the beginning of the equation.”
Be Happy ➞ Great Work ➞ Big Success
“Happy people live longer. The average lifespan in this country right now is 30,000 days. We know from research that if you cultivate happiness, you get 3,000 extra days.” For Neil, the pursuit of happiness all started with a “rock bottom” period of his life. Within a three-day period, his wife told him she did not want to be married any longer, and his best friend took his own life. To cope, Neil began trying to focus on one good thought every day, eventually recording his ideas on a blog called 1,000 Awesome Things. Over the past decade since he began to catalog “awesome things,” Neil has researched happiness. “We’re awake 1,000 minutes per day,” he said. Happiness can start by committing to use two of those minutes to self focus. He suggests doing just one of the following routines every day.
Noella Gabriel: A Spa Visionary’s Journey of Well-being and Innovation
Noella Gabriel recalls how her upbringing in a musical family inspired curiosity about the function of breath to a singer, along with its relationship to skin, emotional and overall wellness. Gabriel followed her passion for how the body works in a series of professional pursuits.
“I founded Acorn Health Food Shop in County Cork with my sister and was able to work closely with customers on the benefits of nutrition and the science behind it,” she shares. “My love for holistic therapy took me to New York in my early 20s, where I qualified as a beauty therapist in shiatsu, reflexology and aromatherapy— which, back then, was considered a bit eccentric! From then on, I fell in love with the world of touch, aromatics and well-being—and, of course, skin as my first love. My idea of heaven was being in the treatment room with one client for two to three hours, just to be able to take that client on a whole new journey.”
Personalizing Your Retail Space to Captivate Consumers
“People don’t care what you do, they care why you do it.” Using that philosophy from Simon Sinek, this panel of experts from Trilogy Spa Holdings shared important tips to help spas make their retail spaces more personal and meaningful and to create curiosity with their displays.
“Every spa should have a ‘hot spot’ when you first walk in—an area that demands your attention, makes you stop and find out more,” Ingrid Middaugh advised. She also shared the value of knowing your competition. Her location in Vail, Colorado, is within a block of hundreds of shops in a major shopping area. “I go to every one of the spas in my area to see what they’re selling. I look at what’s on sale—what’s not selling for them—so I’m not going to carry them because they’re not working,” Ingrid said. “We have to keep our focus on What is wellness? and What is the theme of our spa?
Pricing Strategies to Maximize Revenue
At the top of every spa leader’s list is how to maximize revenue. Panelists shared their top five takeaways in this session:
- Know the industry: Take the time to find out what brought your clients to the spa and what services they are looking for. Also, know what your top selling treatments are. It will help you come up with a good pricing strategy. Research other top companies to ensure you are in alignment with your prices.
- Institute demand pricing: Know the difference between variable pricing, dynamic pricing and dynamic availability. A lot of money can be left on the table if you don’t investigate these concepts. Spa leaders need to consider their treatments menu and to look at their spa’s high yields periodically.
- Practice yield management: Consider making changes incrementally. Start by reviewing demand, looking at data and bookings by hour and by day. Then start with a small adjustment on massages on weekends—perhaps a 10 percent increase. Then add another yield. Make sure to look at feedback. Are you receiving complaints? Are customers still happy even with higher prices? Your staff also need to buy in to the process. Incentivizing your concierge to rebook clients at checkout will provide stability as the practice ensures your books are filled early. Think of creative ways to maximize revenue; look at spaces and utilization to maximize opportunity.
- Trust technology: Analytics are critical to understanding customers and their needs. Use software tools to find and act on insights into client behavior. Make sure to market yourself correctly to take advantage of opportunities. Offer online bookings and send automatic confirmation reminders to increase bookings and reduce missed appointments. Review your cancelation window: How quickly are you rebooking? Make sure to have a policy for larger bookings to avoid scrambling to fill spots when groups cancel close to their treatment times.
- Make it customizable: Give clients the opportunity to book multiple treatments or activities at once. If you’re a large hotel, allow guests to book their spa treatment, golf time, dinner reservation and other services all at once. Consider offering “add-ons” to your menu of treatments: There is a demand for additional services, and clients will take advantage of those opportunities.
Reimagine, Redesign, Retail: 7 Tips to Craft a Spa Retail Experience from Existing Space
Purpose-built day spas or resorts will have retail spaces in mind during planning and development stages. That is a luxury not available to those attempting to retrofit a spa into an existing structure. Transforming a venue into a spa retail section requires ingenuity and creativity. These tips ensure a serene and inviting retail space—no matter what the facility was used for in its previous life.
Reviving Mental Vitality: Tools to Rejuvenate Mental Energy and Banish Burnout
Burnout can be managed both personally and professionally—in the home and in the workplace. Individuals can manage burnout by strategies like progressive muscle relaxation, guided imagery, diaphragmatic breathing, meditation and mindfulness-based stress reduction. It can also be managed by the type of foods you eat, the amount of sleep you get, vigorous experience and managing substance use. It’s also important to understand your social needs: Are you an introvert or an extrovert? Find your friends and be aware of isolation and loneliness. Recognize your spiritual and psychological needs: Find time to do partake in quiet reflection or religious/spiritual practice, spend time outdoors, practice gratitude, be of service to others and give time or resources to something you care about. Organizational strategies are important to managers to ensure their organization is not on the path to burnout. It’s imperative to gather feedback to understand what’s working, what’s not working and what motivates or drains your teams.
Rita Barreto: Help Your Company Shine in a Competitive Talent Market
What can make a difference in your business is the people you hire. In this session, learn how to up your game when attracting and retaining talent. The lessons and tools you’ll receive will help your company stand out, retain talent and attract new clientele.
Pulse: When should spas recruit promising but untrained individuals to the team, and when should they hold out for proven talent?
Rita Barreto: It depends. Hiring for attitude vs. talent has been a challenge faced by leaders for years and chances are you don’t have time to train. Also, some positions require proven experience with specific skills. The bottom line: If you want to be the best, you MUST have the RIGHT ATTITUDE! I’d say, open your recruiting pool, hire for attitude when you can—it can’t be taught, skills can! Be sure to ask questions about the competencies important to your spa: teamwork, communication, commitment to excellence and a can-do attitude! Next, put in place a fast-track mentoring program for current and new talent. Development opportunities are top on employee lists of what they want in a position and it drives retention of talent.